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Cécred

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Beyoncé’s Cécred: Blending Science and Ritual to Strengthen and Grow Hair for All

Building on the professional hairstyling wisdom and experience of her mother, Beyoncé set out to create a brand that advances the future of hair through a combination of cutting-edge science and centuries-old wisdom. Cécred honors the sacred relationships everyone has with their hair by blending science with ritual and embracing that the future of hair care must acknowledge the science and wisdom of storied traditions. Material’s design studio, Aruliden, partnered with Cécred to tell this story of the past and the future through a brand that honors the profound tension between science and spirituality – between a celebrity with maximum visibility and access to the most advanced haircare and a woman finding strength in the legacy her hair honors.
  • Positioned the brand at the intersection of science and spirituality as “hair care’s Sacred Science”
  • Created a complete visual identity that combines modern pictography and references to ancient language and circularity
  • Designed products and packaging that are heroic, reminiscent of ancient architecture with a stone-like texture
  • Spearheaded art direction that cast the audience as muse, highlighting the diversity within and connections between generations

After successfully launching in early 2024, Cécred was celebrated by both critics and consumers of all hair types. In its first year, it built a loyal customer base of two million strong, received 18,000+ 5-star reviews and had 14 pending patents for its first-to-market formulas and innovative packaging. It also won branding and packaging design awards from BeautyMatter, Communication Arts and the Melanin Beauty Awards, among numerous product-specific award recognitions. Cécred has quickly solidified itself as one of the best and most innovative hair care brands in the world.

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